We caught up with the brilliant and insightful Lenia Castro a few weeks ago and have shared our conversation below.

Lenia, appreciate you joining us today. Can you recount a story of an unexpected problem you’ve faced along the way?

Owning a small art business presents unique challenges due to the creative and often unpredictable nature of the art industry. Because art is considered a luxury to various businesses, we almost always have a limited budget to work with.
Standing out in a saturated market can be difficult, so I always try to leave our signature in our work to be able to get new clientes that might walk by. Also, revenue can fluctuate significantly due to economic cycles, which can make financial planning and economic stability difficult. Another challenge is that to determine fair and competitive prices for artwork can be complicated and requires a balance between the perceived value of the art and the costs of production. Also, we have to compete with vinyl and wallpaper industries, so we have to be aware of that at the time of pricing. Competition in the art world is fierce and that keeps me working in creating a product that stands out from other artists. As a business owner, negotiating with potential clients and closing sales can be stressful when one is more comfortable with creating than selling. This is why maintaining an active online presence through social media and sales platforms can consume a lot of time and energy, but it is important to reach a broader audience and stay relevant.
To me, Everything boils down to keep a good balance between creativity and business.

Lenia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was born in Cuba and moved to the United States in 2013, settling directly in Atlanta. Here, I embarked on a journey of language acquisition and explored diverse employment opportunities. My background in film directing provided a unique perspective, but I initially lacked proficiency with a brush. However, my dedication to mastering this new skill led to the discovery of a newfound passion for mural art.

Eventually, I teamed up with another artist to establish my first mural business. Over the years, I honed my craft and built a reputation in the local art community. Today, I proudly own and operate Upper Westside Murals, a thriving mural business based in Atlanta. We specialize in creating vibrant, large-scale murals that transform spaces and captivate audiences.

At Upper Westside Murals, I lead a talented team of four full-time artists who bring diverse styles and expertise to our projects. We are committed to delivering high-quality, custom mural art that meets the unique needs and visions of our clients. In addition to our in-house team, we frequently collaborate with local artists on large-scale mural projects, fostering a sense of community and supporting the local art scene. Our mission at Upper Westside Murals is to enhance the visual landscape of Atlanta through stunning, thought-provoking mural art. We take pride in our work and strive to make a positive impact on the communities we serve.

How about pivoting – can you share the story of a time you’ve had to pivot?

A large company contacted me in 2015 to help them paint large signs for a huge project because the precarious condition of the wall made it impossible to stick vinyl. Firstly, to be able to work with them, the quality of my work was important but not enough. I needed to be fully covered. As the owner of a business recently created, I did not have the finances to be able to pay to have at least the minimum required to operate on a construction site. It was the first time I encountered a challenge for my growth. While some people told me not to get involved in it, I finally did. I used all I had, plus the down payment, to pay at least the Workers’ Compensation until, after a lot of work, I could afford to be fully covered. This company trusted me, and that’s why I appreciate them and still work for them.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Create and maintain a professional website that showcases your work and artistic style. Utilize social networks such as Instagram, Facebook, and Pinterest to regularly share your work, engage with followers, and reach new audiences. Participate in local art events, exhibitions, art fairs, and artist meetings to connect with other art professionals and potential clients. Networking can help you establish valuable connections and increase your visibility within the arts community. Collaborate with other companies or artists on creative projects. This not only provides opportunities to work on interesting projects but also exposes you to new audiences through your collaborators’ networks and followers. Implement loyalty programs to reward repeat customers and encourage positive word-of-mouth. Offer discounts or special incentives to customers who use your services on multiple occasions or refer you to other potential clients. However, perhaps the most crucial aspect is providing exceptional customer service and cultivating strong relationships with your existing customers.

Contact Info:

• Website: www.upperwestsidemurals.com
• Instagram: @upperwestsidemurals